A journalist and music promoter has set fire to his branded goods in a bid to generate a "more responsible attitude" among consumers.
Neil Boorman burned all of his branded possessions
Neil Boorman will subsequently be attempting to live the rest of his life without any kind of brand consumption.
He is also planning to cover his experiences in a book which is due to be published in 2007.
Boorman, a self-confessed label addict, burned his possessions in Finsbury Square, London.
He told BBC News: "There's hundreds of pieces of clothing.
"There's my TV, there's my DVD player. I've got loads of cleaning stuff.
"As much as I would like to thrown my old TV on the fire I'm going to do something less satisfying by putting a sledgehammer through it."
He has previously written an article for the BBC News website in which he explained his motivations for destroying most of his personal belongings.
He admitted to being addicted to owning brands, and wrote that: "For as long as I can remember, they have occupied my thoughts during the waking day.
"To find real happiness, to find the real me, I must get rid of it all and start again, a brand-free life, if that is indeed possible."